#TrustBarometerNZ Winston Peters and Jacinda Ardern/TPPA protest Stuff Limited 1
2018 Edelman Trust Barometer Methodology Online Survey in 28 Countries 18 years of data 33,000+ respondents total All fieldwork was conducted between October 28 and November 20, 2017 Survey in New Zealand 3 years of data 1,000+ respondents each year New Zealand fieldwork was conducted in 11 th -21 st November, 2017 28-country global data margin of error: General population +/- 0.6% (N=32,200), informed public +/- 1.2% (N=6,200), mass population +/- 0.6% (26,000+), half-sample global general online population +/- 0.8 (N=16,100). Country-specific data margin of error: General population +/- 2.9 (N=1,150), informed public +/- 6.9% (N = min 200, varies by country), China and U.S. +/- 4.4% (N=500), mass population +/- 3.0 to 3.6 (N =min 740, varies by country), New Zealand +/- 4.4 (N=1,150). General Online Population 7 years in 25+ countries Ages 18+ 1,150 respondents per country 1,150 respondents in New Zealand All slides show general online population data unless otherwise noted Informed Public 10 years in 20+ countries Represents 15% of total global population 500 respondents in U.S. and China; 200 in all other global study countries 158 in New Zealand Must meet 4 criteria: Ages 25-64 College educated In top 25% of household income per age group in each country Report significant media consumption and engagement in business news Mass Population All population not including informed public Represents 85% of total global population 1,065 in New Zealand 2
Trust Index A World of Distrust Average trust in institutions, general population, 2017 vs. 2018 Global Trust Index remains at distruster level 20 of 28 countries are distrusters, up 1 from 2017 Source: 2018 Edelman Trust Barometer. The Trust Index is an average of a country's trust in the institutions of government, business, media and NGOs. General population, 28-country global total, New Zealand General Population (n=1,150). Global totals exclude New Zealand figures. 2017 General Population 47 Global 72 India 69 Indonesia 67 China 60 Singapore 60 UAE 53 The Netherlands 52 Mexico 52 U.S. 50 Colombia 49 Canada 48 Brazil 48 Italy 48 Malaysia 45 Argentina 44 Hong Kong 44 Spain 43 New Zealand 43 Turkey 42 Australia 42 S. Africa 41 Germany 40 France 40 U.K. 38 S. Korea 37 Sweden 36 Ireland 35 Japan 35 Poland 34 Russia 2018 General Population 48 Global 74 China 71 Indonesia 68 India 66 UAE 58 Singapore 54 Mexico 54 The Netherlands 53 Malaysia 49 Canada 47 Argentina 47 Colombia 47 Spain 46 Turkey 45 Hong Kong 44 New Zealand 44 Brazil 44 S. Korea 43 Italy 43 U.S. 41 Germany 41 Sweden 40 Australia 40 France 39 Poland 39 U.K. 38 Ireland 38 S. Africa 37 Japan 36 Russia Biggest changes in U.S. -9 China +7 S. Korea +6 UAE +6 Italy -5 Trust (60-100) Neutral (50-59) Distrust (1-49) Trust decline in the U.S. is the steepest ever measured 3
New Zealanders have most trust in Government Informed Public s trust in institutions drops significantly 2017 NZ 2017 + 0 2018 NZ 2018 Y-to-Y Change 67 75 64 65 64 56 66 63 57 52 53 53 53 53 42 38 Informed Public -3-19 -1-14 0-6 0-4 General Population 53 53 51 52 52 48 51 47 47 41 43 46 43 43 0-3 0 0 +2 +5 0 +2 29 31 NGOs Business Government Media Source: 2018 Edelman Trust Barometer. TRU_INS. Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a nine-point scale, where one means that you do not trust them at all and nine means that you trust them a great deal. (Top 4 Box, Trust) Informed Public and General Population, 28-country global total, New Zealand General Population (n=1,150). 4
Each Institution Plays a Different Role With different mandates on which to build trust NGOs Protect privacy of information Be the guardian of fairness and equality Uphold the Kiwi way of life Business Protect privacy of information Foster prosperity Provide job opportunities and development Media Educate people Check and balance other institutions Protect privacy of information Government Provide infrastructure Foster prosperity Uphold the Kiwi way of life Source: 2018 Edelman Trust Barometer. Trust-Building Mandates Analysis. The most effective trust building mandates for each institution. INS_EXP_GOV; INS_EXP_MED; INS_EXP_BUS; and INS_EXP_NGO. Below is a list of potential expectations or responsibilities that a social institution might have. Thinking about [insert institution] in general, how would you characterize each using the following three-point scale. General population, 28-country global total. For more details on the Trust Mandates Analysis, please refer to the Technical Appendix. 5
Media and trust building mandates 6
Uncertainty Over Real vs. Fake News Percent who agree that they Can t recognise journalism from rumour Can t recognise respected sources 64% The average person does not know how to tell good journalism from rumour or falsehoods 53% It is becoming harder to tell if a piece of news was produced by a respected media organisation Global: 63% Global: 59% Source: 2018 Edelman Trust Barometer. ATT_MED_AGR. Below is a list of statements. For each one, please rate how much you agree or disagree with that statement using a nine-point scale where one means strongly disagree and nine means strongly agree. (Top 4 Box, Agree), question asked of half of the sample. General population, 28-country global total, New Zealand General Population (n=575). 7
Half the population is disengaged with news 54% The Disengaged 32% Consumers 13% Amplifiers Consumption How frequently do you consume news produced by major news organisations, either at the original source, shared by others or pushed to you in a feed? Consume news less than weekly Consume news about weekly or more Consume news about weekly or more AND share or post content several times a month or more Amplification How often do you share or forward news items, or post opinions or other content? 50% The Disengaged 25% Consumers 25% Amplifiers Source: 2018 Edelman Trust Barometer. News Engagement Scale, built from MED_SEG_OFT. How often do you engage in the following activities related to news and information? Indicate your answer using the 7-point scale below. General population, 28-country global total. For details on how the News Engagement Scale was built, please refer to the Technical Appendix. NB: Numbers for New Zealand do not sum to 100% due to rounding 8
Sceptical About News Organisations Attracting Large Audiences Breaking News Politics Percent who agree that news organisations are overly focused on 69% 64% 48% are more concerned with attracting a big audience than reporting sacrifice accuracy to be the first to break a story support an ideology vs. informing the public Global: Global: Global: 66% 65% 59% Source: 2018 Edelman Trust Barometer. ATT_MED_AGR. Below is a list of statements. For each one, please rate how much you agree or disagree with that statement using a nine-point scale where one means strongly disagree and nine means strongly agree. (Top 4 Box, Agree), question asked of half of the sample. General population, 28-country global total, New Zealand General Population (n=575). 9
Media Seen To Be Undermining Trust Across Institutions Percent of respondents who feel they are experiencing these consequences as a result of media not fulfilling its responsibilities Loss of Truth I am not sure what is true and what is not Loss of Trust in Government Leaders I do not know which politicians to trust Loss of Trust in Business I don't know which companies or brands to trust 62% 42% 38% 59% 56% 42% Source: 2018 Edelman Trust Barometer. MED_CON. What consequences are you experiencing as a direct result of the media not doing a good job fulfilling its responsibilities? Question asked of those who answered codes 1-3 at MED_RSP. General population, 28-country global total, New Zealand General Population (n=365). 10
People see media as both content and platforms What did you assume was meant by the phrase media in general? 39% Social PLATFORMS PUBLISHERS 19% 95% 16% Search Influencers Journalists 37% Brands Source: 2018 Edelman Trust Barometer. TRU_MED. In the above question, what did you assume was meant by the phrase media in general? General population, 28-country global total, New Zealand General Population (n=1,150). Social is a net of TRU_MEDr3 and r12, Influencers is r5, Search is r7, Brands is a net of r10 and r11, Journalists is a net of r1 and r6, News Apps is r8. 38% News Apps 11
Trust in Journalism Outpaces Trust in Platforms in New Zealand Percent trust in each source for general news and information, 2012 to 2018 46 41 57 +16 Journalism 41 Average trust in traditional and online-only media Average trust in search engines and social media platforms 36 37 +1 Platforms 2016 2017 2018 Source: 2018 Edelman Trust Barometer. COM_MCL. When looking for general news and information, how much would you trust each type of source for general news and information? Please use a nine-point scale where one means that you do not trust it at all and nine means that you trust it a great deal. (Top 4 Box, Trust), question asked of half of the sample. General population, 25-country global total, New Zealand General Population (n=1,150). Journalism is an average of traditional media and online-only media. Platforms is an average of search engines and social media. 12
Technical expert Academic expert Financial industry analyst NGO representative A person like yourself Employee Successful entrepreneur CEO Government official/regulator Board of directors Online personality, small following Who are the most trusted spokespeople? Percent who rate each spokesperson as very/extremely credible, and change from 2017 to 2018 0 + Y-to-Y Change 70 67 54 48 47 47 44 41 37 35 31 +11 +9 +11 +10-4 +4 +5 +13 +10 +10 N/A Source: 2018 Edelman Trust Barometer. CRE_PPL. Below is a list of people. In general, when forming an opinion of a company, if you heard information about a company from each person, how credible would the information be extremely credible, very credible, somewhat credible, or not credible at all? (Top 2 Box, Very/Extremely Credible), question asked of half of the sample. New Zealand General Population (n=575). 13
The Mandates: Media is Failing to Meet Expectations Top six trust-building mandates for media, and percent who say the media is performing well or very well against them Trust-Building Mandates Support as a Mandate Guard information quality 63% Educate people on important issues 59% Investigate wrongdoing 57% Ensure people have information they need to make good life decisions 51% Protect privacy and personal information 51% Provide society with entertainment 42% Mandate Performance 26% 46% 44% 40% 22% 61% Source: 2018 Edelman Trust Barometer. Trust-building mandates Analysis. The most effective trust building mandates for each institution. INS_EXP_MED. Below is a list of potential expectations or responsibilities that a social institution might have. Thinking about the media in general, how would you characterize each using the following three-point scale. INS_PER_MED. How well do you feel the media is currently meeting this obligation to society? Please indicate your answer using the 5- point scale below. (Top 2 Box, Performing well), question only asked of those codes 2 or 3 at the expectation question with data displayed only among code 3. New Zealand General Population (n=1,150). For more details on the Trust-building mandates Analysis, please refer to the Technical Appendix. 14
NGOs and Trust Building Mandates 15
NGOs have potential to step up Top six trust-building mandates for NGOs, and percent who say NGOs are performing well or very well against them Trust-Building Mandates Support as a Mandate Protect people s privacy and personal information 48% Ensure even the poorest have the minimum they need 46% Work to ensure everyone has an equal opportunity to succeed 44% Be the champion of the ordinary person 44% Ensure people have information they need to make good life decisions 41% Improve and advance our quality of life 41% Mandate Performance 34% 27% 34% 34% 39% 34% Source: 2018 Edelman Trust Barometer. Trust-building mandates Analysis. The most effective trust building mandates for each institution. INS_EXP_MED. Below is a list of potential expectations or responsibilities that a social institution might have. Thinking about NGOs in general, how would you characterize each using the following three-point scale. INS_PER_MED. How well do you feel NGOs are currently meeting this obligation to society? Please indicate your answer using the 5- point scale below. (Top 2 Box, Performing well), question only asked of those codes 2 or 3 at the expectation question with data displayed only among code 3. New Zealand General Population (n=1,150). For more details on the Trust-building mandates Analysis, please refer to the Technical Appendix. 16
Government and Trust Building Mandates 17
Government the Path to a Better Future in New Zealand? Which institution is most likely to lead to a better future? Government Business 18% Government Business 23% NGOs 13% NGOs 19% 45% Media 2% 30% Media 6% These figures exclude the don t knows, hence does not add to 100 Source: 2018 Edelman Trust Barometer. ATT_STE. Please indicate which institution Government, Media, Business or NGO s is best described by each of the following statements? General population, 28-country global total and Australia. 18
Government trusted, but has work to do Six four trust-building mandates for government, and percent who say the government is performing well or very well against them Trust-Building Mandates Support as a Mandate Build schools, roads, hospital and other infrastructure 80% Drive the economic prosperity of our country 76% Ensure even the poorest have the minimum they need 68% Investigate wrongdoing 61% Ensure future generations are provided for 58% Work to ensure everyone has an equal opportunity to succeed 55% Mandate Performance 45% 41% 31% 38% 29% 32% Source: 2018 Edelman Trust Barometer. Trust-building mandates Analysis. The most effective trust building mandates for each institution. INS_EXP_MED. Below is a list of potential expectations or responsibilities that a social institution might have. Thinking about government in general, how would you characterize each using the following three-point scale. INS_PER_MED. How well do you feel government are currently meeting this obligation to society? Please indicate your answer using the 5-point scale below. (Top 2 Box, Performing well), question only asked of those codes 2 or 3 at the expectation question with data displayed only among code 3. New Zealand General Population (n=1,150). For more details on the Trust-building mandates Analysis, please refer to the Technical Appendix. 19
Business and Trust Building Mandates 20
Business Must Show Commitment to Long-Term Percent who agree that 44% Companies that only think about themselves and their profits are bound to fail 59% CEOs are driven more by greed than a desire to make a positive difference in the world Global: 56% Global: 60% Source: 2018 Edelman Trust Barometer. TMA_SIE_SHV. Please indicate how much you agree or disagree with the following statements. (Top 4 Box, Agree), question asked of half of the sample. CEO_AGR. Thinking about CEOs, how strongly do you agree or disagree with the following statements? (Top4 Box, Agree), question asked of half of the sample. General population, 28-country global total, New Zealand General Population (n=575). 21
Business needs to act on wider societal issues Six trust-building mandates for business, and percent who say business is performing well or very well against them Trust-Building Mandates Support as a Mandate Protect people s privacy and personal information 63% Keep people safe from physical harm 48% Drive the economic prosperity of our country 47% Ensure workers have necessary skills to be competitive in the global market 47% Ensure there are plenty of available job opportunities 43% Foster an environment where innovation can thrive 43% Mandate Performance 42% 47% 50% 36% 28% 42% Source: 2018 Edelman Trust Barometer. Trust-building mandates Analysis. The most effective trust building mandates for each institution. INS_EXP_MED. Below is a list of potential expectations or responsibilities that a social institution might have. Thinking about business in general, how would you characterize each using the following three-point scale. INS_PER_MED. How well do you feel business are currently meeting this obligation to society? Please indicate your answer using the 5- point scale below. (Top 2 Box, Performing well), question only asked of those codes 2 or 3 at the expectation question with data displayed only among code 3. New Zealand General Population (n=1,150). For more details on the Trust-building mandates Analysis, please refer to the Technical Appendix. 22
Business Is Expected to Lead Percent who agree and percent who say each is one of the most important expectations they have for a CEO Percent who say that CEOs should take the lead on change rather than waiting for government to impose it For CEOs, reflecting company values is job one Ensure their company is trusted Business decisions reflect company values 74 74 60% Their products and services are high quality Set high ethical standards 72 70 Source: 2018 Edelman Trust Barometer. CEO_AGR. Thinking about CEOs, how strongly do you agree or disagree with the following statements? (Top 4 Box, Agree), question asked of half of the sample. CEO_EXP. Below is a list of potential expectations that you might have for a company CEO. Thinking about CEOs in general, whether they are global CEOs or a CEO who oversees a particular country, how would you characterise each using the following three-point scale? (Most important responsibility, code 3), question asked of half of the sample. New Zealand General Population (n=575). 23
Conclusion 1. Each Institution Plays a Different Role 2. Each has different mandates on which to build trust 3. The Battle for Truth affects all NGOs Protect privacy of information Ensuring poorest have the minimum they need Ensuring everyone has the opportunity to succeed Business Protect privacy of information Keeping people safe Foster prosperity Government Build infrastructure Foster economic prosperity Ensuring poorest have the minimum they need Media Guard information quality Educate people Investigate wrongdoing Source: 2018 Edelman Trust Barometer. Trust-Building Mandates Analysis. The most effective trust building mandates for each institution. INS_EXP_GOV; INS_EXP_MED; INS_EXP_BUS; and INS_EXP_NGO. Below is a list of potential expectations or responsibilities that a social institution might have. Thinking about [insert institution] in general, how would you characterize each using the following three-point scale. General population, 28-country global total. For more details on the Trust Mandates Analysis, please refer to the Technical Appendix. 24
25 Winston Peters and Jacinda Ardern/TPPA protest Stuff Limited